To successfully price a new offering or optimize your pricing for existing offerings, you need to both understand and measure value created into an ‘easy to understand and communicate’ offering; and then capture a fair share of the value through value pricing. You’ll learn to operationalize the value pricing concept, by internalizing the 3C’s (Create value – Communicate value – Capture value) into the thinking and behavior of the entire marketing and selling organization. There are two parts to the program, the first describing what value pricing is and its interaction with the 3C’s. The second part is how to actually measure value created and translate it into value pricing proposals and actions.

Prework: Bring an outline of how pricing is generated in your organization today.